The Algarve Tourism Association is launching a well-targeted promotional campaign in the UK, Ireland, Germany, Holland, Belgium, France and Scandinavia as ‘Destiny Algarve’ hits online and offline media.
These markets rightly are considered "strategic for the region" and all have flights to Faro, according to the Algarve Tourism Association whose two goals are 'to mitigate the effect of seasonality in the region and to promote awareness of the existing routes to Faro airport.'
The campaign starts now and will end in the first week of January 2014, "over a critical period in which the region's mild climate contrasts with the harsh winter in the rest of Europe' says the ATA’s weather experts.
The big push is in online media with the strapline "Algarve, the Sun is still here." This desirable and perhaps optimistic statement will be featured in a Google search engine optimisation campaign, on social networks, on Facebook and on mobile applications.
There is a new Algarve landing page where the visitor can find buttons to access the websites of airlines flying to Faro, a list of hotels and more general information about the Algarve, "This tool allows visitors to make reservations directly with airlines and hotels," says a delighted association which seems to have bounded into the world of electronic marketing with gusto.
Traditional newspaper advertising will be seen in the UK’s Daily Telegraph, with other markets being accessed through their own regional publications concentrating on those with a catchment area around cities with airports with flights to Faro.
For Desiderio Silva, president of the ATA, one of the priorities during this period is to decrease the seasonality of the Algarve, "this campaign is going to meet that goal, it lets us put the name of the region in the mind of the consumer, who at this time of year is looking for a quiet holiday in a safe area, with blue skies and warm temperatures."
"This time of year is renowned for a number of different experiences beyond the traditional sun and beach holiday, benefiting from the extraordinary weather conditions it is possible to enjoy various outdoor activities including hiking, bird watching, biking, surfing, windsurfing, canoeing and local cuisine, as well as visiting the local cultural and historical heritage from Aljezur and Sagres, to Vila Real de Santo António and Alcoutim.
At last Silva is presiding over a well thought out campaign using up to date methods to access the target audience.
